We often hear people say how everything used to be better. Finland as a nation used to perform better in sports, there used to be much more snow in the winter, and so on. Some have even found it offensive that the world appears to be very different compared to what it was a few decades ago. Furthermore, the framework of the research world has been through massive changes. The rapid technological development has opened up new possibilities for both collecting and analysing data.
What is my customer thinking? What could we have done better? Did we not meet all their needs? How can I hold on to my customer in the future as well? Qualitative research yields for example information on currently concealed needs or signals that indicate possible future needs. In the best-case scenario, possible mistakes in the customer encounter can be fixed with reasonable effort and costs. As a result, you will have a loyal customer also in the future.